Website Customisation: Our Three Top Tips for Success

Website Custo­misa­tion: Our Three Top Tips for Success

When it comes to delivering dynamic, relevant content to your website's visitors, two aspects are key: custo­misa­tion and perso­nali­sation. Though on the surface these two aspects may seem to be the same thing, they are in fact very different. Here we look at custo­misa­tion and offer some tips for making it successful.

Website custo­misa­tion options allow the visitor to set preferences within a system, giving them increased control of their experience. Parameters such as type of content, layout style and design options can be set by the user, making the website more appealing in both appearance and functi­onality. As custo­misa­tion requires active input from the user (as opposed to perso­nali­sation), the payoff needs to be adequate enough to promote engagement.

Successful custo­misa­tion relies on a number of factors but here are three general tips:

  • Clearly offer custo­misa­tion options. If users either aren't aware of custo­misa­tion options, find them difficult to use or simply cannot find them, the options are of little use. Links to custo­misa­tion features should be placed close to the content they relate to and should be clearly explained.
  • Layer up custo­misa­tion features. A set of features that is too rich can be overwhelming so reducing complexity aids success. Progressive disclosure is an especially-successful technique, which involves showing users only the most useful and popular features, with secondary options deferred to another screen.
  • Don't rely solely on custo­misa­tion. No matter how simple to use, the fact remains that many users will not want to bother with the extra work of using custo­misa­tion options. This means that you cannot depend on custo­misa­tion alone to deliver a positive user experience. The generic experience, free of any custo­misa­tion, must stand alone as strong enough to deliver a compelling experience to the user. After all, if the initial, non-customised website is not good enough, few users will stick around long enough to access the custo­misa­tion options.

Our blog article next week will look at perso­nali­sation so make sure you're subscribed to receive our feature-packed newsletter!

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